It's true you know. Logos are dead. They are remnants of an old way of life. Logotypes, and monograms as we know them are artifacts from the printing press and mass communication. They became ways to identify a brand but not differentiate a brand. In the world of today we can't throw a logo on everything that has a surface and call it branding. Instead we need to be managing relationships between our companies and our clientele.

We should be replacing Logos with Icons and Avatars. With all the new media opportunities we have, icons and avatars can interact with people wherever they are. Marty Neumeier writes in his book The Brand Gap "When conceived well, an icon is a repository of meaning. It contains the DNA of the brand, the basic material for creating a total personality distinct from the competition."

Do you have a Icon or do you have a Logo? What does it say about you?How does it communicate to your customers?

You might be thinking that I titled this post with "Logos are Dead" just so you would read it, and that is partly true. This may seem like old news to you and if so then good for you. There are a lot of business and organizations that have not made the shift to this new way of thinking, and it is my job to try and help them along the way.

Every time I turn around I hear another branding expert that can improve your business through social networking or some other get richer quicker plan. Please disregard what they have to say. Building a brand takes time and a lot of tough strategic choices. It is not as simple as starting a Twitter account and getting 5000 followers. 

Social Media can hold a place in your communication plan but is not a comprehensive solution. These, usually loud and exciting, people that promise they have this social media thing figured out are just blowing hot air. The social web is changing everyday, it's a living breathing creature and one day it may like you and the next you're on the black list. Branding isn't easy and you should trust those that promise something they can't deliver. In the words of comedian Chris Rock "No matter what a stripper tells you, there is no sex in the champaign room!" 

The main thing you need to understand about branding is that your brand is not what you say it is. Your brand is what individuals say it is and that varies from person to person. Over time with consistent differentiation and communication you may manage to get a large group of people thinking the same way about your company. This is the point in which you have a brand. To get here you may need someone to help you think through those tough decisions, and to bring creativity to your message. 

I guess think of this as a public service announcement. I don't want you to get burned as I wish everyone the best in their business ventures.